Finding New Meaning in a Career Using the Same Old Tools of the Trade

Through my work in qualitative research I’ve gotten into the habit of writing down everything that stands out as peculiar or distinctly different when visiting somewhere for the first time. I always mention these observations to locals, but time and time again find that they are the exact things that people don’t pay a bit of attention to.

To New Yorkers, the lack of jaywalking in Seattle is, at best, disconcerting. Façades adorned with Texas Lone Stars in Austin would likely stand out to a New Orleanian, but chances are the gas lantern hanging on their porch doesn’t.

Should any of this be surprising? Consider the qualitative research principle based on ‘frames of reference’: When something is standard, familiar, or just the way it is, it seems like a strange thing for someone to point out, and in many instances is difficult to self-acknowledge. That’s why researchers don’t rely on consumers to point out the unique parts of their morning routines, shopping habits, or medicine cabinets.

To an outsider however, these quirks (frequently the seeds of opportunities) stick out like a guy in New York City who doesn’t know how to order at a deli or — heavens forbid — eats pizza with a fork.